BCG Mission

The Keys to the Kingdom: Unlocking China's Consumer Power

A dramatic shift in the geographic distribution of consumer spending power is under way in China. Companies at all levels and positions in China have a window of opportunity to capture this growth. Those that have been growing need to ensure that their economic model is sustainable, while laggards can capitalize on market dynamics and catch up to the leaders by winning in newly important locations. But knowing where, when, and how to move will require rigorous market analysis with accurate data. Getting it wrong could result in huge costs. The report describes BCG’s field-tested methodology for helping companies deploy their resources for economic advantage in a land where scale is king.

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  • Executive Summary
  • Capturing China's Market Potential
  • Preparing for the Surge of the Middle Class
  • Understanding the Rural Opportunity
  • Overcoming the Challenges of Expansion
  • For Further Reading
  • Note to the Reader

Jeff Walters is a principal in the Shanghai office of The Boston Consulting Group.

Hubert Hsu is a senior partner and managing director in the firm's Hong Kong office and the leader of the Consumer practice in Asia-Pacific.

Waldemar Jap is a partner and managing director in the Hong Kong office of The Boston Consulting Group.

David Jin is a partner and managing director in the Shanghai office of The Boston Consulting Group.

Dave Kluz is a principal in the New York office of The Boston Consulting Group.

Carol Liao is a partner and managing director in the Hong Kong office of The Boston Consulting Group.

Vincent Lui is a partner and managing director in the Hong Kong office of The Boston Consulting Group.

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